Michael J. Silverstein and Kate Sayre expresses it in a recent survey of The Boston Consulting Group (Harvard Busines Review, September 2009). The result, outlined in the book Woman Want More. Previous book about mothers markets written Maria Bailey, Marketing to Moms.

Globally, they control the U.S. $ 20 trillion (2009) consumer expenditure per annum. This figure will skyrocket to U.S. $ 28 trillion in the next five years. Revenue year they penetrate U.S. $ 13 trillion (in 2009) and will rise again to U.S. $ 18 trillion in five years.

This figure exceeded the combined GDP of the two economic giants of China’s U.S. $ 4.4 trillion and India U.S. $ 6.6 trillion. With the potential is so great, why do manufacturers still treat them badly? Factor could gender? Male world domination. Others, understanding how marketing is weak against womankind.

Comprehensive study of BCG concluded several important things. Women do not feel well served (underserver). Despite having market power and a strong social position, they nonetheless felt less valued in the marketplace, and often humiliated in the world of work.

Cars, for example, there is no specially designed for the mothers who usually multitasker including the need to take care of her children. In Indonesia, the automatic motor Yamaha Mio which was originally designed for women, ultimately driving more men.

Therefore, every company must be wise in the target targeting women. There are six sectors potentially the most dibelajankan women. The business sector is the food, fitness, beauty, apparel (including shoes and accessories), financial services (financial services) and health services (health care). Diet food products globally has reached U.S. $ 20 miliar.Produk apparel through the U.S. $ 47 billion worldwide and growing.

Mother in the Indonesian market
A similar phenomenon also occurred in Indonesia. Capital markets, as a target market of various products family continues to grow. A number of brands has long targeted the family market, especially the mother market. Deer with the tagline Indonesian Family Car, Pepsoden, Family Toothpaste, and Telkomsel, Hello Family. The other is the Lifebuoy brand, Dancow, The bottle Sosro, Bango soy sauce, Oreos, and Rinso.

A variety of ads served, according to research Markplus, the theme of family and values Indonesian mothers. Markplus, assessing the marketers need to understand the values of Mother to be able to win their hearts. Those values such as health and safety priority to families, care about the development of children (child enrichment), appreciate the time because of the role of the multitasker, and a careful buyer.